The Baptist General Convention of Texas says AMC Theaters has tentatively agreed to show a modified version of a 30-second ad timed to coincide with the opening of Mel Gibson's The Passion of Christ, set to open at the end of the month. The theater chain had initially refused to run the ad, saying it was "depressing," "too dark," and "too Christian."
Gibson's soon-to-be-released film has sparked controversy among reviewers. While most are giving the movie positive reviews and extolling its tremendous spiritual message, some are claiming it carries an anti-Semitic message that should not be aired to the viewing public. Apparently ignoring the ongoing controversy, churches and individuals around the nation are rallying around the film's opening, hoping to use The Passion as a springboard to introduce non-believers to the gospel of Jesus Christ.
One of those promoting the movie as an evangelistic tool is the Baptist General Convention of Texas, based in Dallas. The Baptist group has produced an ad that opens with a man asking: "You want to see the most scandalous story ever?" Words such as "betrayal," "sin," "adultery," "torture," and "murder" then flash on the screen. The actor then says: "Redemption." That is followed by at narrator who says, "Now playing at a Baptist church near you," and the BGCT website address is given.
According to the BGCT, AMC Theaters in the Dallas-Ft. Worth area initially refused to run the pre-movie commercial not because of the religious content, but because it "carried too many negative connotations that are not appropriate for younger viewers." But a spokesman for AMC Entertainment, Inc., now says there was a misunderstanding between the two groups and a compromise is being worked out.
BGCT reports the modified version of the ad will replace the words "adultery," "torture," and "murder" with "deceit," "anger," and "fear." And as the original version did, it will comply with other AMC guidelines that do not allow religious symbols, the word "God," or quotations of scripture.
Becky Bridges, a spokesman for the BGCT, says she is grateful that a compromise is in the offing. She says the arrangement will allow her group to deliver the message of the hope found in Christ while complying with AMC's guidelines. "The most important word is redemption," she says. "That's the message."
Bridges says the ad is meant to arouse questions and direct viewers to Baptist churches for answers. Speaking to the BGCT News, she says the purpose of the ad is still accomplished with the modified version.
"People are talking about culture. They're talking about faith. They're talking about the movie. Specifically, they're talking about Jesus," Bridges says. "The purpose of this piece is to help people find answers to the questions they are asking."
While the theater chain must still approve the final version of the modified commercial, the two sides have agreed to put it on 133 AMC screens in the Dallas-Ft. Worth metroplex beginning Friday, February 20. The BGCT says another theater chain, Regal Entertainment Group, is airing the original version on 190 screens in Houston, Dallas, Ft. Worth, Austin, and San Antonio.
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Baptist General Convention of Texas (http://www.bgct.org)
